Now marketing gets sniffy

There's a new attraction at Legoland this season. But unlike
most theme-park installations, it's not meant to grab your
attention. "It's all subconscious," says James Nicholson, food and
beverage director, matter-of factly. "People don't even realise
it's happening."

As we chat over a coffee in Papa Mole's café, a small machine in
the corner intermittently emits an artfully fashioned scent that
mimics that of sugary waffle cone. Its purpose: to encourage
customers inside and induce an "appetising" experience. So, another
coffee? Some ice-cream?

This is scent marketing. ScentAir UK has picked up 103 clients
since launching last October - from the nightclub "Pink Bubblegum"
and other vials from ScentAir's aroma library Boujis to Marriott
hotels - and its "scent delivery system" has been installed at four
catering sites in Legoland. At 18.5cm high, the units have inbuilt
motion sensors and timers, and deliver a dry scent in tiny, ambient
particles.

The park has just opened for the spring, but Nicholson is already
pleased with the results, particularly at the Harbourside coffee
shop. ScentAir pumps "Chocolate Chip Cookies" near the café door to
boost sales revenue by appealing to children (who often dislike the
more "adult" smell of coffee). That increases "dwell time".

"The staff were dubious," Nicholson recalls, "but at the end of the
first day they couldn't believe how much they'd sold." Staff boast
of similar success at the café by the entrance, where the air is
infused with "Cinnamon" to prompt those leaving the park to make a
last impulse purchase.

There is no shortage of scents to deploy. Christopher Pratt,
marketing director of ScentAir, is at the park today to show wired
his core range. Apothecary-like, he produces a case of scents
chosen from a library of more than 1,500, set in neat rows of tiny
glass vials. He opens them to reveal "Earth" (moss, mud), "Beach
Smells" (sun-tan lotion) or "Pink Bubblegum" (Hubba Bubba). They
are uncannily convincing. Then he unscrews a vial labelled "Apple
Pie". "This is for McDonald's," he says. "I believe it increased US
apple pie sales around 30 per cent."

As for the future, ScentAir has firm ambitions. "Schools," says
Pratt confidently, "are the only area we haven't hit hard yet."
Schools? "Yes, we could use 'Peppermint' to keep the students alert
or 'Jasmine' for a more relaxed atmosphere."